Warner Music Group is initiating an original YouTube channel, “The Warner Sound,” that will feature exclusive new content from the major.
Channel succeeds similar dedicated YouTube destinations by Pitchfork, Fuse, Bonnaroo and Vice, among others. The online video outlet began partnering with the content providers in October.
Ocean MacAdams, previously senior vp of programming at Current TV, has been named GM of the Warner Sound, overseeing programming. Former Atlantic Records vp of video content Phil Botti will act as executive producer of the channel.
WMG’s endeavor will launch with live webcasts from the SXSW Music Conference and Festival March 13-15 by acts like T.I., B.o.B., Dr. John, Ed Sheeran, Theophilus London, Kimbra and Gary Clark, Jr.
WMG chairman-CEO of recorded music Lyor Cohen said, “The Warner Sound will be a unique opportunity for artists to further their creativity, excite their fans and diversify their careers. Collaborating with an array of talent from across our labels, we will produce highly original music programming and digital entertainment.”
The Warner Sound’s content will include “ManTazia,” an experimental film series by Cee-Lo Green; a documentary skein spotlighting WMG acts by Michael Rapaport (director of the A Tribe Called Quest docu “Beats Rhymes & Life”); and “Staged,” a scripted drama based on lyrics by WMG artists.
Also airing will be “The Live Room,” a series of intimate performances with scheduled appearances by B.o.B. and Regina Spektor; “Countdown To…,” a docu about the ramp-up to the debut album release by rapper Diggy; and “Finding Cody Simpson,” an interactive show for fans of the Aussie pop singer.
The Warner Sound’s production partners include new media production company Mighty Fresh, which will be responsible for day-to-day editorial and production of original content.
